180 degree thinking is a creative strategy that can…be used at any time during the concept development.…When we use 180 degree thinking, it's a…bit like consulting the devil's advocate with your ideas.…The process is relatively simple in that, we can take all or part of an idea…and flip it over entirely and examine what the reverse or negative image…of our concept might be.…For instance, if we're working on some type of…concept that was based in a gritty urban setting.…

We might turn that idea in the opposite direction…and change that venue into a pleasant rural environment.…Sometimes the results can turn out a little peculiar, reaffirming…that our original approach is headed in the right direction.…But, there will be many…times where this process can deliver a unique take on an idea.…Occasionally, giving us a better version of the original concept.…Worn out cliches can sometimes find a refreshing…new life when we twist them 180 degrees.…

For instances, if we take the cliche phrase,…emotional rollercoaster and turn that idea completely around.…

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Released

8/16/2013

After landing a client, the designer's first chore is to communicate and develop the initial idea, whether it's a storyboard for a film or ad, or a multifaceted marketing campaign for a product or service. Learn how to transform a client's request into a presentable concept in this course. Craig Smallish walks through the development process for various creative scenarios, from assessing the client and the scope of the job to free-associating and sketching your ideas. Learn to create descriptive copy to accompany your visuals and create iteration after iteration of your design. Finally, Craig shows how to choose your strongest idea through a process of refinement.